BEAUTY CARE

ECRM unveils ECRM Data, a turnkey solution for promotional tracking and analysis functions

BY Michael Johnsen

SOLON, Ohio — Efficient Collaborative Retail Marketing on Wednesday unveiled the ECRM Data web site, ECRMData.com. ECRM Data is an industry solution that offers turnkey solutions for promotional tracking and analysis functions.

ECRM developed ECRM Data as an extension of the Ad Comparisons promotional tracking and analysis platform. In addition to the traditional tools offered through Ad Comparisons, ECRM Data is designed to include a variety of search functionalities, reporting capabilities and offers an enhanced user experience to better suit client needs.

“We are extremely excited to announce the launch of ECRM Data. We believe this solution will truly influence the industry in a substantial capacity," stated Scott Whalley, SVP analysis and software services at ECRM. "It is the ideal workspace for our current and future clients to evaluate promotional campaigns from all angles while considering the ways in which emerging technology plays into those decisions.” 

ECRM Data now includes a variety of report criteria selections that are displayed on a single page of the interface rather than scattered throughout multiple tabs. The new criteria options include rolling time periods, a selection of media types and several market selections all of which were not available within the previous Ad Comparisons website.

And reports are clearly defined to guide users to the data they are looking for and additional filtering options drill down to give deeper and more focused evaluations of the promotional landscape. Reoccurring reports can be scheduled by the user or an ECRM representative. These reports are delivered automatically based on the defined schedule and offer users a standardized evaluation process.

The complete lineup of the tools offered through ECRM Data includes the following:

  • Ad Comparisons — Evaluate analytical reports that are more accessible and tailored to client needs;
  • Social Analytics — Analyze how a marketing message is perceived through social platforms;
  • POS Analysis — Tie in POS data with powerful reports for deeper marketing campaign evaluation; and
  • Consulting — ECRM’s specialists use their industry experience to improve promotional campaigns.

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Reports: L’Oréal to stop selling Garnier in China

BY Antoinette Alexander

PARIS — Coming on the heels of Revlon’s decision to pull out of China, beauty giant L’Oréal appears to be following suit and, according to reports, will stop selling its Garnier brand in China.

According to a Bloomberg report, spokesperson Stephanie Carson Parker said the company will focus on marketing its L’Oréal Paris and Maybelline brands in China. The French beauty company introduced Garnier to China in 2006.

Carson Parker told Bloomberg that Garnier accounts for about 1% of L’Oréal’s Chinese sales.

 

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Aussie partners with Nickelodeon for brand’s first-ever licensed product line

BY Antoinette Alexander

CINCINNATI — Procter & Gamble hair care brand Aussie and Nickelodeon have partnered on a new hair care collection for kids inspired by the preschool series “Dora the Explorer.”

“Nickelodeon is delighted to partner with Aussie Kids to create their first-ever licensed hair care line,” stated Samantha Kanter, VP packaged goods, Nickelodeon Consumer Products. “The collection allows Dora fans to experience their favorite explorers in a whole new way by making bath time fun and interactive for kids and parents everywhere.”

Available now at major retailers, Aussie Kids is designed specifically for children ages 2 years through 8 years. The collection offers 3-in-1 formulas that include a shampoo, conditioner and body wash all in one, and 2-in-1 formulas with a shampoo and conditioner in one to get their hair clean and conditioned in one step. A conditioner and detangler round out the collection. The full collection offers seven products, each with a different fruity scent and characters on the bottle to keep children engaged and happy as they start to develop a healthy bathtime routine.

“We spend a lot of time talking with moms, and we continually hear how challenging it is for them to find hair care products for their children when they are no longer babies,” added April Anslinger, associate marketing director for Aussie. “They want products that provide them with the right benefits for their kid’s hair, but still make bath time quick, easy and fun for both mom and kids. The addition of the Dora and Diego characters adds a new, fun element for kids while putting mom at ease because she is using a brand she trusts.”

Aussie Kids Dora the Explorer Hair Care Line includes:

  • Aussie Kids 3-n-1s in Coral Reef Cupcake, Melon Head and G’Day Grape gets little ones clean in record speed with a shampoo, conditioner and body wash, all in one easy-to-use pump bottle;
  • Aussie Kids 2-n-1s in Surfin’ Strawberry and Mango Mate leaves hair clean and frizz-free with a shampoo and conditioner that smoothes away tangles in every wash;
  • Aussie Kids Coconutz Conditioner tackles tangles and leaves locks touchable and smooth; and
  • Aussie Kids Bloomin’ Apple Detangler makes combing a breeze with a leave-in conditioner that tames tough knots and smoothes flyaways. 

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